The other day I was asked a question I hear all too often: “How do I distinguish myself from other copywriters?”

To find the answer, look to one of the most effective and frequently used copywriting and marketing tools. It’s your “Unique Selling Proposition,” or USP.

(I prefer to call it a “Unique Selling Position.” If you’ve read my book, “Power Positioning,” then you’d know that I’m a big fan of positioning rather than prospecting.)

Your USP is also your “hook.”

Time and time again, I’ve told many aspiring copywriters and marketers that a USP is what distinguishes you from the pack. It increases perceived value, expertise, and credibility — without needing to state it outright.

But since I hear this question often, particularly from copywriters just entering the field, I sense that it’s because people need a little help in defining their USP.

So to help you, here’s a tip.

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Competition is a “killer” for a lot of commodity businesses. Doesn’t really matter whether you market online or offline. If you sell a commodity product then chances are you compete for customers with hundreds of other businesses.

In the next few minutes, I’m going to share with you a proven strategy to…

Out-Market, Out-Sell And Out-Profit…

… Just about anyone in your industry or business category.

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Have you ever picked up a book off the shelf at a local bookstore, read the front and back covers, opened it up and, after reading a few pages, just couldn’t put it down?

Do you remember, after buying the book, how you flipped each page with an almost excruciating curiosity because the story was so tantalizing, you became increasingly riveted to the book with each subsequent chapter?

Copy is, or should be, the same.

Look at it this way: Good copy makes a good case. But great copy tells a good story. A great copywriter is also a great salesperson. But all great copywriters AND all great salespeople also have one thing in common…

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